The 'how-to-think' approach can help in identifying new marketing opportunities by encouraging a different, creative view of effective marketing elements. It prompts individuals to ask specific questions like 'What am I good at?' and engage in exercises such as defining a service, understanding prospects, and understanding a customer's buying behavior. This approach fosters a deeper understanding of the market and the customer, which can lead to the identification of new opportunities.
Service companies often struggle with marketing efforts because their “product” is not a physical th...
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